Tuesday, August 26, 2014

Top E-Mail Marketers Widen Lead in CTRs, Opens

In e-mail marketing, there's a widening gap between top and bottom performers. A 2014 E-mail Marketing Metrics Benchmark Study from Silverpop found that the top-performing quartile of e-mail marketers scored a 9.5% click-through rate (CTR), six times higher than the overall median click-through rate of 1.5%, per a summary report in Marketing Land. Meanwhile, bottom-quartile performers mustered CTRs of just 0.2%. Analyzing marketing e-mails sent by 3,000 brands from 40 different countries during 2013, Silverpop calculated mean and median benchmarks for various e-mail metrics, including click-through rates, open rates and bounce rates. Evaluating the CTRs of fourteen different industries, the study found real estate, construction, health care, consumer services and nonprofits generated the highest median CTRs. According to the study, transactional e-mails – messages triggered automatically by events such as purchases, subscriptions and account activity – earned a median CTR of 4.2%, compared to a median CTR of 1.5% for non-transactional emails. The study also reported that unique open rates for the top-performing quartile of e-mail marketers stood at 39.4%, more than double the median for all marketers and way above the bottom-quartile performance of 6.5%. Health care, nonprofits and education represented industries earning the highest median unique open rates. For a summary of Silverpop's study in terms of CTRs and open rates by industry, go to http://marketingland.com/study-top-performing-email-marketers-see-60-higher-click-rates-87025

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